The Region Europe

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BSH[1] has always regarded itself not only as a German but also a European company.[2] It was founded in 1967 in the middle of the continent, in Germany. Consolidation and growth of BSH in Germany was followed by a phase of expansion into other European countries.

Most of the production locations and sales organizations today are located in Europe.[3] BSH is also the world’s leading home appliance manufacturer in Europe.[4]


Germany

After its foundation in 1967, BSH reinforced its economic position in Germany. Germany was and is BSH’s home market. It holds a strong market position here among home appliance manufacturers. BSH has several locations in Germany: Alongside the company headquarters in Munich there are production facilities in Bad Neustadt, Bretten, [Special:MyLanguage/Die Fabrik und das Technologiezentrum Dillingen|Dillingen]], Giengen, Traunreut and Nauen. The BSH network in Deutschland also includes research and technology, and competence centers in Berlin, Bad Neustadt, Regensburg and Dillingen.

The Pitsos Brand. (Source: BSH Hausgeräte GmbH)


Greece

The European expansion of BSH began with the acquisition of the Greek company Pitsos A.E. BSH acquired a majority share in the market leader for cooling appliances in Greece in 1976. Pitsos A. E. is one of the Local Heroes, the regional brands of BSH.


Spain and Portugal

BSH continued to expand its presence in Europe in the 1980s, acquiring a majority share in the Spanish home appliance manufacturer Balay-Safel, resulting in a market share of 24 percent in Spain. The strong market position in Spain also increased BSH’s overall market share in Europe. As a result, at the end of the 1980s the company is the second largest manufacturer of home appliances in Europe.[5] In 1998, BSH also acquired the remaining shares in Balay, which by then also included the Safel brand, thus making the company a wholly-owned subsidiary of BSH. Balay belongs to the Local Heroes of BSH.

Since 1998, BSH has marketed another brand in Spain and Portugal, UFESA, which was resold in 2018.


Turkey

The BSH factory in the turkish town of Cerkesköy, 2005. (Source: BSH Konzernarchiv)

Thanks to the excellent potential and promising growth rates of the Turkish home appliance market, the then second largest home appliance provider in Türkei became part of BSH in 1995. The established Profilo brand proved to be extremely popular with customers and is one of the Local Heroes at BSH.


Slovenia – Small appliances since 1972

Gorenje began manufacturing mixers and other small appliances for BSH in 1972 under the BSH brands in the Slovenian town of Nazarje.[6]

During the Cold War and the accompanying East-West confrontation, the multicultural state of Yugoslavia, to which Slovenia belonged, occupied a special status. Yugoslavia was one of the founding members of the organization of non-aligned states and, despite the communist state doctrine, did not count itself part of the Soviet Union-led bloc. This unique position allowed it to also work comparatively closely with companies from the West. BSH benefited from this in its cooperation with Gorenje.

After the collapse of Yugoslavia, Gorenje broke away from its home market. The plant was also destroyed by a disastrous flood at the start of the 1990s. BSH provided loans to help rebuild it. When Gorenje was unable to repay the loans, BSH took over the plant in Nazarje in 1993. Since then, small appliances have been produced there under the BSH brand names and, since 2003, also large appliances.[7]


New markets in Eastern Europe since 1989

After the fall of the Iron Curtain in 1989, BSH turned its attention to Russia and the entire Eastern European region. Since then the region has been a focal point for expansion for the company. BSH has its own sales companies in most Eastern European countries – including the Czech Republic, Serbia, Romania and Ukraine – where it benefits from the high degree of familiarity and good image of its Bosch and Siemens brands.[8]


BSH in Poland

BSH started selling Bosch home appliances in Poland in 1990. A new plant for assembling washing machines was established in the Polish city of Lodz in 1994. It was the first new plant to be built by BSH in Eastern Europe, The company thus gained a presence in the region as a producer of large appliances, allowing it to exploit its market potential to the full. The washing machines from Lodz were initially intended exclusively for the Eastern European markets, but were also extended to EU countries from 1999. The Polish BSH subsidiary was honored again with the “Pearl of the Polish Economy” award in 2009. In 2013, BSH acquired the tradition-steeped Polish home appliances manufacturer Zelmer.

Zelmer-Factory in Rogoznica, Poland, 2012. (Source: BSH Hausgeräte GmbH)


BSH in Russia – from importer to manufacturer

BSH has enjoyed a presence in Russia since 1994.[9] The Bosch and Siemens brands are also very well known there and sell well. By 1995, BSH was already the largest Western European importer in Russia.[10] In 1997, the company then started looking into options for further involvement in Russia, including production partnerships.[11] It ultimately opted to develop its own production facilities. In 1998, BSH opened an assembly plant for gas cookers in Chernogolovka, 60 kilometers east of Moscow, making it the first home appliance manufacturer from the West to have a plant in Russia.[12] BSH defied the economic crisis of 1998/1999. with the Gaggenau and Neff brands being launched on the Russian market between 1998 and 2005.[13]


New production facilities

Construction of a new refrigeration plant and a logistics center in St. Petersburg began in 2007. The center not only sells locally produced appliances, but also BSH imports. The majority of the cooling appliances produced in St. Petersburg are destined for the Russian and Ukrainian market.[14] After just three years, BSH is the market leader with Bosch in the segment of free-standing static fridge-freezer combinations. An assembly plant for washing machines was opened additionally in 2012 in St. Petersburg.[15] In 2008, BSH was able to proudly proclaim that it had a base of 3.5 million customers in Russia.[16]

Datei:PED(1).jpg
The Regensburg-based Electronics, Drives and Systems (EDS) has a production site in the Slovakian town of Michalovce. (Source: BSH Hausgeräte GmbH)


Slovakia – drives and controllers for BSH

Der slowakische Hausgerätemarkt wird von der tschechischen Vertriebsgesellschaft der BSH von Prag aus bedient.[17]

Die Eingliederung der Regensburger Abteilung Electronics, Drives and Systems (EDS) der Siemens AG in die BSH 1998 bedeutet auch die Integration des dazugehörenden EDS-Fertigungsstandorts für Antriebe (Motoren) und elektronische Steuerungen im slowakischen Michalovce.[18] Dort arbeiten zum Zeitpunkt der Übernahme durch die BSH etwa 930 Mitarbeiter.[19] Seit 1999 spezialisiert sich die EDS ganz auf die Entwicklung und Fertigung von elektronischen Systemen für Hausgeräte.[20]


Vertriebsgesellschaften in europäischen Ländern

In zahlreichen europäischen Ländern sorgen Vertriebsgesellschaften, als Tochterunternehmen der BSH organisiert, für den Verkauf der Hausgeräte vor Ort. Zu diesen gehören: Dänemark (Ballerup), Norwegen (Oslo), Schweden (Solna), Finnland (Helsinki), Österreich (Wien), Belgien (Brüssel), Luxemburg (Senningerberg), Frankreich (St. Oen), Großbritannien (Milton Keynes), Italien (Mailand), Schweiz (Geroldswil), Tschechien (Prag), Kroatien (Zagreb), Serbien (Belgrad), Bulgarien (Sofia), Rumänien (Bukarest), Ungarn (Budapest), Ukraine (Kiew).[21]

BSH-Showroom im niederländischen Hoofddorp. (Quelle: Pressebilder BSH Hausgeräte GmbH)

Niederlande

In den Niederlanden befinden sich die ältesten Auslandsvertretungen der Stammhäuser der BSH, Bosch und Siemens. Schon 1879 werden Siemens & Halske-Produkte in Den Haag durch die Firma Wisse, Piccaluga & Co. vertreten.[22] 1903 übernimmt die Firma Willem van Rijn die Alleinvertretung von Bosch-Produkten in den Niederlanden.[23]

1986 wird für den Vertrieb die Tochtergesellschaft Willem van Rijn Huishoud-Elektro B.V. gegründet. Um die niederländischen Vertretungen in einer Gesellschaft zusammenzuführen, wird im Januar 2009 ein Joint Venture von Willem van Rijn BSH Huishoud-Elektro B.V. und der Abteilung Consumer Products von Siemens Nederland beschlossen. Seit diesem Zeitpunkt werden die Marken Bosch, Siemens, Gaggenau, Neff und Constructa von der neuen, niederländischen BSH-Tochtergesellschaft, der BSH-Huishoudapparaten, vertrieben.

Frankreich

In Frankreich befindet sich auch ein Produktionsstandort der BSH. Im elsässischen Lipsheim werden die Hausgeräte von Gaggenau entwickelt und hergstellt. [24]


Einzelnachweise

  1. ↑ BSH was founded in 1967 as Bosch-Siemens Hausgeräte GmbH - BSHG for short. In 1998, the name was changed to BSH Bosch und Siemens Hausgeräte GmbH, with the short form BSH. Since the sale of the Siemens shares in BSH to Robert Bosch GmbH the company’s name is now BSH Hausgeräte GmbH, but still BSH for short.
  2. ↑ „Der europäische Markt erfordert Unternehmen europäischen Ausmaßes." Quote from the preamble of the joint venture contract, BSH Corporate Archives, F-BSH-001, 40 Jahre BSH – Eine Chronik, Munich 2007, page 26.
  3. ↑ https://www.bsh-group.com/de/unternehmen/bsh-weltweit (Retrieved 29.08.2017)
  4. ↑ BSH Corporate Archives, A01-0035, Annual Report 2015, p. 2.
  5. ↑ BSH Corporate Archives, A05-0012, inform 02/1989, p. 2f.
  6. ↑ BSH Corporate Archives, F-BSH-001, 40 Jahre BSH – Eine Chronik, München 2007, p. 56; A01-0011, Annual Report 1993, p. 3; inform, A05-0017, 1994/3, p. 1-3.
  7. ↑ BSH Corporate Archives, A05-0026, inform, 2003/4, p. 18.
  8. ↑ BSH Corporate Archives, A01-0013, Annual Report 1995, p. 5.
  9. ↑ BSH Corporate Archives, A05-0037, inform 2014/2, p. 11.
  10. ↑ BSH Corporate Archives, A01-0013, Annual Report 1995, p. 5.
  11. ↑ BSH Corporate Archives, A05-0020, inform 1997/2, p. 29; A01-0015, Annual Report 1997, p. 6.
  12. ↑ BSH Corporate Archives, A01-0016, Annual Report 1998, p. 10.
  13. ↑ BSH Corporate Archives, A05-0037, inform 2014/2, p. 11.
  14. ↑ BSH Corporate Archives, A05-0028, inform 2005/4, p. 8; A01-0025, Annual Report 2007, p. 7; F-BSH-001, 40 Jahre BSH – Eine Chronik, p. 122.
  15. ↑ BSH Corporate Archives, A01-0030, Annual Report 2012, p. 46.
  16. ↑ BSH Corporate Archives, A05-0037, inform 2014/2, p. 11.
  17. ↑ BSH-Konzernarchiv, A05-0020, inform 1997/4, S. 19; A05-0025, inform 2002/3, S. 4.
  18. ↑ BSH-Konzernarchiv, A05-0022, inform 1999/3, S. 21.
  19. ↑ BSH-Konzernarchiv, A01-0018, Geschäftsbericht 2000, S. 25.
  20. ↑ BSH-Konzernarchiv, A05-0022, inform, 1999/3, S. 20 f. Heute heißt die Abteilung EDS Produktbereich Electronic Systems, Drives (PED). BSH-Konzernarchiv, A05-0036, inform 2013/5, S. 3.
  21. ↑ https://www.bsh-group.com/company/bsh-worldwide (abgerufen am 30.08.2017)
  22. ↑ Siemens History: Siemens in the Netherlands.
  23. ↑ BSH-Konzernarchiv, Tochtermann Historie, Ordner 5, 100 Jahre Bosch – Willem van Rijn, Amsterdam 2003, S. 1.
  24. ↑ Die Historie von Gaggenau (BSH Präsentation), Materialien zur Geschichte der Eisenwerke Gaggenau, BSH-Konzernarchiv, C03- 0296, Folie 3.
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